Chuck E. Cheese is ditching its iconic tokens for a tap-to-play RFID game card system.
The company has installed the system at nearly 200 locations, with the roll out to remaining U.S. restaurants continuing through the end of 2017.
Commenting on the announcement, Mahesh Sadarangani, SVP of Strategic Initiatives at CEC Entertainment, said, “Our guests have enthusiastically accepted the new cards as a replacement to tokens. The benefits of Play Pass are endless, beginning with discounts and rewards we can program on the card, and no more token jams!”
The programmable card allows restaurants to offer loyalty rewards and discounts to customers.
CEO at CEC Entertainment, Tom Leverton added, “We’ve been talking to parents and kids, and they’re embracing the new Play Pass system. We’re able to easily monitor which games aren’t being played as much and switch them out for new or more popular games. This is a whole new level of customer service that we’re really excited about.”